The Pacific Palisades Hotel needed a severe boost to occupancy. They had a small marketing budget and were surrounded by big chains that had much more brand recognition. So we looked at what we could do for them. We opportunistically bought cheap, last minute ad space in the local newspapers left over when other advertisers canceled. We wrote ads that were designed to get attention by speaking to the competition, the context and pushing an edgy personality that none of the other hotels could copy in order to draw in the younger, hipper tourist. The results? An unheard of 80% boost in occupancy – and a campaign that got talked about throughout the city.
Creative Director: Dan Elmslie
Art Director: John Marin